Know What Makes Them Tick

A self-made man, Max Siegel, CEO of a major marketing branding firm and business consultant to some of the country's biggest corporations, manages artists and sports teams, singers and Nascar drivers. He's convinced recording artists to experiment with new kinds of music and talked athletes into working for the good of the team over their own individual glory. Few situations daunt him, and in his view, there's hardly a dilemma that can't be solved. The child of an African-American mother and a white, Jewish father, he grew up poor in a climate of divorce and violence. Yet, throughout his life, he has discovered ways to turn disadvantage to advantage. How? The secret, Siegel says, is in knowing what makes others tick. For some it's money, for others more time, a bigger office, more respect, better support. In just nine simple steps he shows how to assess what motivates others, find the right people to help achieve their goals, and establish a mutual realization of these goals as the core component of relationships. Following the universal rules outlined in Know What Makes Them Tick , readers can get what they need in every area of life, from work and love to spirituality and family.